Cottage pie and glass of red, anyone? Britons shun salad despite heat in ‘reverse comfort eating’

Jul 28, 2026 - 06:50

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Cottage pie and glass of red, anyone? Britons shun salad despite heat in ‘reverse comfort eating’

Nostalgic foods like toad-in-the-hole also in demand at Waitrose as people pivot towards familiarity amid climatic and political upheaval

Forget a crisp salad and glass of chilled rosé. Enervated Britons are seemingly more likely to crave a rich cottage pie and a robust red in heatwaves.

In a trend termed “reverse comfort eating”, Waitrose’s cottage pie sales have soared 110% in the last month and South African red wine is up 68% compared with the same period last year. The surprise spike in demand for winter comfort foods also includes retro chicken, bacon and leek pie (up 41%), chicken korma (up 67%) and chicken and ham gratin (68%).